Abstract
Good storytelling is at the heart of BTS as both a brand and a band. Modern brands know that story is no longer an option, but a requirement for keeping audiences engaged. With their consistent and creative reliance on story, BTS has transformed the K-Pop landscape, providing a framework for others in the industry that relies on open-structure narratives, sincerity, and active audience engagement, among other components. To investigate BTS’s storytelling strategies, this article breaks down how stories permeate BTS’s content, from music and videos to the Bangtan Universe and documentary films. The importance of transmedia storytelling and participatory audiences is also examined. The analysis resulted in a proposed framework that suggests the following components: 1) story as central to the brand; 2) authenticity and sincerity; 3) idol participation in creative output; 4) use of transmedia storytelling and story gaps; 5) intertextuality and cohesion; 6) opportunities for audience engagement; and 7) dedicated creative staff. Utilizing this framework can help K-Pop groups elevate their brands, better use storytelling elements, and gain larger, more engaged audiences.
Highlights
BTS’s global domination caused many to question how a group of young men from a previously unknown entertainment label could reach such heights
In order to take a step in that direction, this paper focuses on one main question: How is storytelling utilized throughout BTS’s branding and creative output? With storytelling deeply integrated into their brand as an essential component of various types of content, BTS has transformed the K-Pop landscape, resulting in a framework for others in the industry that relies on openstructure narratives, sincerity, and active audience engagement, among other components
This article begins with an overview of the importance of storytelling in branding and examines the usefulness of transmedia storytelling for audience engagement
Summary
This research addresses the question of “How does BTS use storytelling throughout their branding and their content?” To answer this question, I analyzed how story is used in BTS’s branding and content by looking at their brand values, lyrics, music videos, album concepts, Bangtan Universe content, and documentaries and films. From this analysis, I distilled a framework that can help others better understand BTS’s strategies and potentially help other K-Pop groups better utilize storytelling methods, which should improve both their. My goal is to encourage others to think about BTS’s strategies more concretely, in the format of this framework
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